cadbury melts
Cadbury Melts was a completely new product launched in Autumn 2006.
Research and design
Cadbury did some research and found out that there were two main reasons why people bought a chocolate bar:
- “Me Time” – when someone buys a bar just for him / herself. These chocolate bars usually weigh up to 100g
- “For Us All” – when someone buys a big bar to enjoy with others – usually the larger 250g bars
Cadbury wanted to expand its market share of “Me Time” customers by developing a new bar – Cadbury Melts.
Ingredients and recipes
It was decided that the range of Melts bars would focus on milk and dark chocolate and fillings with praline, hazelnuts and caramel. Research needed to be carried out on the best combinations of ingredients.
Tasting
Various ingredients and recipes for Melts were tasted by experts.
Production processes
The moulds to make the Melts bars were set up and the settings on the machines were worked out.
Packaging
The packaging for Melts was designed. There are lots of different types of packaging, and when making decisions, a wide range of issues need to be covered. The packaging for a chocolate bar has to:
- be suitable for mass production
- travel well
- be easy to store and stack in the stores
- look good! Be attractive and eye-catching for the customer
- be secure but not too fiddly for the customer to open.
The packaging designed for Melts is unusual – there are individually wrapped little bars inside a large carton which looks like a normal large chocolate bar.
Consumer trials
The target market for Melts is women aged 25–39. The trials focused on that collecting research data from that market segment.
Modifications
Modifications were made to Melts based on feedback from the consumer trials.
Production
Once the recipe and packaging for Melts were confirmed, production of the bars began.
Product launch
Melts were launched in Autumn 2006. The product launch cost £2m and included:
- being featured at the beginning and end of Coronation Street for five weeks
- over 150,000 samples being given out in grocery outlets
- radio and press articles.